IDEOLOGY

THE WORLD IS
CHANGING FAST

Consumers are overwhelmed with data. Every year we create more information than we did in all of the prior 100 years; we double the amount of information available to us every two years. Consumers are inundated with information and must constantly choose what information to filter out and what information to let in. Information that emanates out of a group they identify with and prescribe to – their tribe – is often what is let in.

A group only needs two things to be a tribe: a shared interest and a way to communicate. Today, content is what connects us all and brands must find a way to develop content that meets customers where they are. This means giving your customer something of value to engage with in both the physical and digital realms.

MARKETING HAS CHANGED

Creating a website or any stand-alone marketing product and launching it into the wild is the equivalent of dropping a grain of sand on the beach and hoping someone will find it. There are thousands of advertisements launching every week. Brands wanting to connect with their customer must evolve their methods from what worked 10 years ago.

STAY ENGAGED

Consumers are exposed to 5,000 brands every day. But of those 5,000 brands, only 12 actually engage with the consumer. Which means only 12 of the 5,000 will actually be remembered. That means to be effective in today’s market, you can’t simply do what the other 4,988 companies are doing and expect to win over your customer. The odds aren’t exactly stacked in your favor.

YOUR COMPETITION

You’re in a constant battle for the mindshare of your consumer, fighting against a barrage of content and information being endlessly created 24 hours a day, seven days a week, by millions of people around the globe armed with nothing more than a smartphone in their pocket. Forget your direct competitors – your marketing message is being crowded out by the latest YouTube star.

PROVIDE VALUE

Today’s consumers demand more than yesterday’s marketing methods and messages. Brands must give their customers something of value to engage with in both the physical and digital realms. Why should the consumer care about what you have to say if it isn’t as entertaining and engaging as the content they’re already listening to?

KEY TAKEAWAY

Reaching people in today’s social economy requires more than marketing tools. It requires a strategy that drives consumer connection through engaging experiences. Brands can no longer rely on marketing to a tribe; they have to become a part of the tribe.

KEY TAKEAWAY

Reaching people in today’s social economy requires more than marketing tools. It requires a strategy that drives consumer connection through engaging experiences. Brands can no longer rely on marketing to a tribe; they have to become a part of the tribe.